Earl J. WilkinsonEarl J. WilkinsonExecutive Director and CEO Executive Director and CEO INMAINMA@earljwilkinson@earljwilkinson

New OxygenNew OxygenNew GrowthNew GrowthNew OxygenNew OxygenNew GrowthNew Growth

Platform valuesDAILY TELEGRAPH | UNITED KINGDOM

Newspaper: deep read for older demos

Web: search-driven multi-media

Smartphone: breaking news, useful, fun

Tablet: curated experience  

Ethnographic Ethnographic researchresearch

Why do people Why do people read lessread less??

Print less relevant in Print less relevant in routinesroutines

Shift in Shift in platformplatform preference preference

No decline in No decline in news demandnews demand

Why “newspapers”Why “newspapers”NEWS LTD. | AUSTRALIANEWS LTD. | AUSTRALIA

ReaderReader feedback feedback

NotNot just print just print productproduct

Instead, Instead, multi-platform servicemulti-platform service

Newspaper a Newspaper a brand promisebrand promise

Why “newspapers”Why “newspapers”NEWS LTD. | AUSTRALIANEWS LTD. | AUSTRALIA

EntertainEntertain

InformInform

InspireInspire

ChangeChange

GuideGuide

InterpretInterpret

Why “newspapers”Why “newspapers”NEWS LTD. | AUSTRALIANEWS LTD. | AUSTRALIA

While reading While reading WebWeb or or appapp

Question: Question: What are you doing? What are you doing?

Answer: Answer: I’m reading the newspaperI’m reading the newspaper

Why “newspapers”Why “newspapers”NEWS LTD. | AUSTRALIANEWS LTD. | AUSTRALIA

Why “newspapers”

Trouble with Trouble with word: word: “newspaper”“newspaper”Can’t change Can’t change marketmarket perceptions (“ perceptions (“Big TobaccoBig Tobacco”?)”?)

Can’t attract enough major Can’t attract enough major advertisersadvertisers

Can’t enthuse Can’t enthuse shareholdersshareholders

Can’t attract Can’t attract young readersyoung readers

How to find new valueHow to find new value

Newspaper to newsmediaNewspaper to newsmedia

Leverage breadthLeverage breadth

Help guide transitionHelp guide transition

About INMAAbout INMANon-profitNon-profit association  association 

Sharing Sharing ideasideas  

Inspiring Inspiring changechange

5,865 5,865 executivesexecutives

588 588 news companiesnews companies

81 81 countriescountries

Our membersOur members

North America Newspapers: 1,577

Latin America Newspapers: 1,400

Europe Newspapers: 2,398

Africa Newspapers: 400

Middle East Newspapers: 272 Asia

Newspapers: 5,071

South Pacific Newspapers: 89

Global news industry

Why “newspapers”

This presentationThis presentation1.1. Breaking through newspaper cultureBreaking through newspaper culture

2.2. Re-thinking what we are marketingRe-thinking what we are marketing

3.3. New business models and innovationNew business models and innovation

4.4. What’s next for news industry?What’s next for news industry?

Why “newspapers”

This presentationThis presentation1.1. Breaking through newspaper cultureBreaking through newspaper culture

2.2. Re-thinking what we are marketingRe-thinking what we are marketing

3.3. New business models and innovationNew business models and innovation

4.4. What’s next for news industry?What’s next for news industry?

Breaking through Breaking through newspaper culturenewspaper culture

Precipice of being Precipice of being multi-mediamulti-mediaWrong Wrong people people oror skill sets skill sets

Data Data analyticsanalytics, , integrationintegration, , cross-sellingcross-selling, fast , fast product developmentproduct development, , consumer obsessionconsumer obsession

Can’t fully implement Can’t fully implement multi-mediamulti-media without without confronting newspaper cultureconfronting newspaper culture

Overriding issues Overriding issues facing publishersfacing publishersIdentifying Identifying growthgrowth

Being more Being more relevantrelevant

Managing Managing complexitycomplexity

Why “newspapers”

Growth levers for Growth levers for news publishersnews publishersOperational efficiencyOperational efficiency

Superior competitive strategySuperior competitive strategy

Best practicesBest practices

Sales excellenceSales excellence

MotivationMotivation

Culture changeCulture change

Why “newspapers”

Growth levers for Growth levers for news publishersnews publishersOperational efficiencyOperational efficiency

Superior competitive strategySuperior competitive strategy

Best practicesBest practices

Sales excellenceSales excellence

Culture changeCulture change

MotivationMotivation

Why “newspapers”

Growth levers for Growth levers for news publishersnews publishersOperational efficiencyOperational efficiency

Superior competitive strategySuperior competitive strategy

Best practicesBest practices

Culture changeCulture change

Sales excellenceSales excellence

MotivationMotivation